Alibaba's Youku video platform to better connect with viewers
Alibaba's digital entertainment subsidiary Youku aims to better leverage its technology capabilities and consumer insights to help TV series and variety show producers to better connect with online viewers.
Yang Weidong, president of Alibaba's digital entertainment business group, said entertainment businesses should put consumers at the center of their business and form long-standing relationships to develop more derivatives and merchandise in order to maximize their investment in the long run.
Production firms shall stick to their core mission of providing valuable entertainment programs for viewers, despite the recent industry turmoil where regulators stepped up crackdowns on the overpayment of celebrities appearing in TV series or variety shows among other factors, he said in an interview in Hangzhou on Thursday.
Technology has a big role to play, not only as a distribution channel for digital entertainment programs, but also for content planning and production, he said.
"Alibaba's massive user data and consumer insights will provide important assistance for content producers for their long-term and sustainable development," he added.
Content producers and online entertainment platforms shall form a long-term collaborative relationship in order to build a sustainable business model instead of chasing "short-term buzz."
It also unveiled an individualized homepage for Youku viewers to cater to different viewers' tastes — they will receive tailored recommendations of shows or programs that might interest them.
Alibaba's retail platform has also stepped up collaboration with Youku teams to offer content producers merchandise design, manufacturing and sales to help them drive a more diversified revenue stream.